Creativity & Innovation

Module 4
 Topics
• Meaning
• Need
• Components of creativity & innovation
• Organizational Constraints
• Organizational environment for Creativity &
Innovation,
• A talent for unique combination or unusual
association of ideas.

• The conceiving of original and unique

alternatives to the solution of existing
problems.
Three component model of creativity
 Creativity Process
1. Saturation
2. Preparation
3. Incubation
4. Illumination
5. Verification
 Saturation
• Identifying the real problem, its history,
importance, relation to other parts of the
business.
 Preparation
• Preparation may last for few minutes, hours,
days, weeks or even years.

• Person commonly suffers from anxiety and

frustration.
 Incubation
• Person may attempt to forget the problem.

• Conscious vs subconscious minds

• Generation of ideas and people are not aware

about it
 Illumination
• Flash of insight or sudden spontaneous
solution

• Ideas will follow in quick order

 Verification
• Experimentation to prove or disprove the
solution.

• Critical phase
 Organisational constraints
• Conformity and risk aversion
• Negatively assessing own ideas
• Rejection of ideas without proper valuation
• Fear
• Culture dictating behaviour
• Waiting for inspiration
• Lack of progress on good ideas